Consumer Psychology Guide

Product Marketer - The Career

Even magnificent or astounding products have trouble reaching consumers without similarly great product marketers. As companies build up a product and plan out a sales strategy, they turn to product marketers to answer a number of questions.

From examining who to market the product to, to deciding pricing strategies and advertising methods, product marketers help business answer critical questions in the marketing mix. Working in tandem with other product marketing professionals, these individuals give long-term focus to marketing efforts.

What do they do?

Product marketers follow guidelines set in marketing requirements documents, integrating their market knowledge with business strategy tactics to plan out how to introduce products to consumers.

Location and Opportunity

According to Indeed.com, several locations are most in need of product marketers. Some of these locations include:

New York, NY

San Francisco, CA

Chicago, IL

Houston, TX

Atlanta, GA

Focusing on tactical efforts, they examine marketplace indicators like segmentation, purchase motivators, and consumer intelligence to determine when and where to market a product. They assist with branding and awareness of the product, and may also participate in creating web or print content about that product, such as FAQs or white papers.

Product marketers work frequently with product marketing managers, assisting them in the creation of marketing requirements documents and general strategy. Other professionals they work with include:

Qualifications

Product marketers are entry-level positions, but companies want marketers with solid background knowledge of marketing styles, practices, and business sense. Before they enter the field, most product marketers earn bachelor's degrees in marketing.

With a bachelor's degree in marketing, product marketers are able to implement proven marketing strategies into the mix. Those looking for entry-level work also benefit greatly from internships or temporary positions in product marketing departments at a company.

Become a Product Marketer

Product marketers can expect to earn between $50,000 and $70,000 a year, though that salary will rise or fall depending on previous experience and track record. Product marketers also have good opportunities to move up in the company, with many going on to management positions.